Understanding that the technology story behind a running shoe is not sexy, adidas set out to tell the emotional story of running facilitated by the shoe. There is human truth to running that it sucks for a while. However, when it stops sucking, all a runner wants to do is run more – and with Boost, you can.

Run more terrains, routes, weather conditions, cities, etc – just run more.

The run more campaign facilitated all the aspects of “more” for a runner, creating new routes in cities across Canada, playlists to get runners excited, tips to keep them going, activations at local marathon events to inspire and a flagship event, the runmore 10k which used the lost hour in daylight savings time to give runners the ultimate experience – running a 10k during an hour that never existed.

Run more is not a campaign, it’s a movement designed to inspire and support runners through a hub website with new routes, customized Spotify playlists, products, weekly run event info, and tips from other runners. The movement culminated in a 10k event on October 31, 2015 – the end of daylight saving time. Most Canadians used their extra hour to sleep. We used it to run more. The 10k partnered with local run clubs as well as Food Truck/Beer vendors to provide a unique night run and celebration of running that went into the early hours of the morning. Every runner received a unique medal, representative of the passion for running and hour lost, specifically designed for this one-of-a-kind event.

MEASUREMENT/EVALUATION: The agency’s measurement and evaluation process yielded excellent results that exceeded pre-set benchmarks on every account.

Within weeks of registration opening, over 600 people signed up for the runmore

Secured run night coverage of 18,318,243 media impressions (+611 per cent vs. target)

- Broadcast coverage on race day 7,301,250 impressions

- Influencer coverage 2,067,559 impressions

- 8,949,434 social media impressions, which represents 842 social posts and 58,265 with a total social engagement (includes likes, favourites, comments and retweets)

adidas running sales saw a tremendous 29 per cent dollar sales increase, when compared to last year’s sales. (+19 per cent vs. target)